Trust Tairāwhiti, Eastland Port and Gisborne District Council (GDC) are developing a ten-year cruise strategy for Tairāwhiti that aims to capitalise on the growing global cruise market.
Tony Rogers Consulting has been engaged to lead the project. He brings a wealth of experience, having served as the Director of Marketing at Tourism New Zealand, contributed to the national cruise strategy and recently completed the Taranaki cruise strategy.
Rogers says an innovative strategy will help establish Tairāwhiti as a top destination for cruise experiences and enhance the sustainable growth of the local tourism sector.
“We are currently in the diagnosis phase which includes assessing the region’s port infrastructure, visitor experiences and local attractions. This has involved interviewing around 20 local stakeholders to gauge the current cruise perception and potential.
“Visiting and understanding the region has been crucial for me to gain a firsthand understanding of the logistical aspects, including what’s working well, what isn’t and areas for improvement,” he said.
The initial stage of preparing the strategy has relied heavily on on-the-ground work to define the audience, types and number of vessels to target. Based on this information, the focus shifts to figuring out how to attract these ships through experiences that go beyond the ordinary, capitalising on the unique characteristics of Tairāwhiti.
Tairāwhiti, the first city in the world to see the light, is celebrated for its diverse offerings, rich natural assets and vibrant Māori culture and heritage. With activities like cycling, hiking, fishing, surfing and a thriving dining scene, our region attracts a wide range of manuhiri eager to explore, immerse, learn and connect. A fully developed cruise strategy will further enhance this appeal, bringing even more visitors to experience the Tairāwhiti charm.
While the region has many free attractions, there is a strong appetite to add value to the visitor market by developing more paid tourism products and further benefit local businesses. Using cruise tourism as a catalyst for broader tourism growth presents a compelling opportunity for Tairāwhiti.
The recent completion of Eastland Port’s Wharf 7 upgrades opens up opportunities for the port and substantial growth in the cruise sector. With increased capacity to accommodate a diverse range of vessels, seven cruise ships berthed at the wharf during the 2023/24 season. This number is expected to grow as the port continues to leverage its expanded capabilities.
The next phase of the project will gather broader stakeholder feedback through a questionnaire to help shape the strategy’s direction. This will finalise the situation analysis, vision, strategic focus areas and priorities. A steering group, including representatives from the Trust, GDC and Eastland Port, will provide ongoing input to guide, write and refine the strategy document.
Once finalised, the Tairāwhiti cruise strategy will be a dynamic document, subject to regular review and adaptation as necessary. It will encompass actionable short- and medium-term steps while focusing on a long-term, ten-year vision.
The Tairāwhiti cruise strategy is expected to be complete by the end of September 2024.